Consumers uncomfortable with behavioural targeting

The majority of internet users do not like the idea of having their browsing history used for ad delivery purposes, ClickZ has reported.

According to a new report published by TNS Global, entitled 2008 Study: Consumer Attitudes About Behavioural Targeting, 57 per cent of consumers are not comfortable with having their online behaviour tracked by advertisers.

In addition, 54 per cent of those surveyed indicated that they delete their cookies - which track specific information about web users - at least twice every month.

The report stated that "these statistics indicate a high level of discomfort with the idea of tracking".

Carolyn Hodge, vice president of communications for TRUSTe, commented: "I think that behavioural targeting is still a pretty small part of the overall advertising being done on the internet.

"At least, from what we can tell, advertisers would like to be doing more behavioural targeting but they are still hesitant because of consumer issues around privacy."


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